Content Engineering


I’d like to be able to claim that I coined the phrase “Content Engineering.”   I can’t.  I do find myself using it a lot lately though.  I don’t know where I first saw it or I would give credit where it is due.

Curious by nature, I googled it the other day and was surprised by the number of results.  Wikipedia defines content engineering as “a term applied to an engineering specialty dealing with the issues around the use of content in computer-facilitated environments.”  Not exactly consistent with how I’m using the term.  Another listing (Brockmann & Company) defines it as the discipline of developing content that greatly improves the rankings of the target site and thereby returns a higher result.  Still a fairly technical, application based definition.  The best one I found was from Content Marketing Institute which defined the term in an article titled “A New Breed? 7 Roles of the Content Marketing “Engineer”  which defines the content engineer as “a marketer who creates and optimizes the many forms of content required to engage social customers, based on the data presented by available analysis tools.” Since the query returned a result of about 1,020,000,000, I stopped there.  I’m not that curious, but none of what I did review matched my current interpretation.

So how do I define it? Content Engineering is a strategic collaborative approach to marketing content creation that considers the goals of the message, the channels and media options available for publishing and distribution.  Content is designed to fulfill a varied set of communication requirements and objectives, audience targets, media choices, scope, calls to action, scalability and potential delivery mechanisms.  It is an orchestrated process that occurs over time.  Minimal waste, no duplication of effort, not one and done but a content opera which is measured for effectiveness and refinement.

Content marketing is relatively new and evolving.  I’ll probably be curious enough to return to my definition soon to see if it still fits.  I’m sure it will likewise evolve.

5 thoughts on “Content Engineering

  1. Pingback: Multiplying Content to Accelerate Inbound Traffic | the-content-strategist.com

  2. Hey! I understand this is kind of off-topic but I had to ask.

    Does building a well-established blog such as yours require a massive amount work?

    I am brand new to running a blog but I do write in my journal daily.
    I’d like to start a blog so I will be able to share my own experience and views online. Please let me know if you have any kind of ideas or tips for new aspiring bloggers. Appreciate it!

    • Everything worthwhile requires effort and commitment, but does not necessarily translate to a “massive amount of work” as you put it. Having a plan that integrates what you do day-to-day is key. My blog and professional life are intimately related so I constantly try to maintain a top down view and mentally make note of relationship potential vs. treating everything as a single, disconnected message or action.

  3. Good day! This is my first visit to your blog!
    We are a collection of volunteers and starting a new initiative in a community in the same niche.

    Your blog provided us useful information to work on. You have
    done a marvellous job!

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